Without a way to utilize customer data effectively, companies are finding themselves prisoners of their data warehouses, and data in and of itself has no value. This case study will demonstrate how to turn data into action by effectively using offer optimization to target the right individual with the right offer or promotion. Discover why analytics is no longer a "nice to have" but "need to have" integrated component of an execution platform and how it was successfully deployed in a real time call center to improve sales significantly at a leading media/communications firm.